Local Radio Reigns Supreme

Earlier this month, the Los Angeles Times reported on the shuttering of a chain of Eastside community newspapers. One article even went so far as to say, “Local and regional newspapers that serve Southern California are going through tough times, leading some to question whether traditional newspapers can survive.” Radio has always been there – now it is even more valuable! The importance of local radio to the local community can’t be understated.

The challenge for local Newspapers has been how to sustain a newsroom and make a profit when print advertising is fleeing to lower-cost space on the Internet.  Most digital ads are concentrated on Facebook and Google, not newspaper websites. These two Internet giants take in 60 percent of online ad revenues.

Radio was shown as the most trusted platform used after the impact of hearing about “fake news” in political coverage.  See below for the Kantar “Trust in News” study where it was revealed ‘mainstream news media’s’ reputation remained largely intact while social media and digital-only news platforms sustained major reputation damage. In addition, Facebook and other digital platforms are not designed to promote civic connection, but rather communities of interest often unmoored from particular geographies.

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Digital Integration Pays Big Dividends For Radio

“Digital has been integrated into all facets of broadcast radio’s offering both in programming and sales, and the results are definitely paying off,” stated Erica Farber, President and CEO, RAB.  “As radio continues to provide integrated marketing solutions to its advertisers we expect to see continued growth.”

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Radio: Consumers’ Weekly Leader


2018 is now in full swing, and with so many retrospective articles across publications it is also a great time to take a new look at media comparisons. 2017 seemed to be the year for digital and social media as seen in so many articles.

However, figures in other research publications and newsletters painted a very different image.

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2017 – It’s Been An Incredible Year

It’s incredible to believe that 2017 is coming to a close.  The year just seemed to fly by.

There were so many events that took place around the world this past year and many of these events left a mark in the world of pop culture.  Similar to events that shaped pop culture, there were events that shaped and influenced how radio is perceived. Continue reading “2017 – It’s Been An Incredible Year”

Radio Does Drive Search

The majority of shoppers today search before purchasing any product. They look for product information, compare prices and brands. Does radio, as an advertising medium, drive that search or influence online behavior? That question is often posed to us at the Radio Advertising Bureau (RAB) by advertisers, agencies and our members.

Radio is the top reach medium – reaching consumers everywhere they go and throughout their day. It delivers a strong return on investment. When radio is part of a media-mixed campaign, it improves brand awareness – it’s the quintessential complementary medium. And yes, now we have quantifiable proof that Radio Does Drive Search!

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An Important Audio Device

Throughout the course of history there have been numerous audio and portable audio devices that allowed listeners to take their content with them wherever they went.  On July 27, an announcement was made that may have surprised some people – Apple revealed that it was discontinuing the iPod nano and shuffle.  These two products should receive some recognition because they made audio history and forever changed how people take audio with them.

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